Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Vegetables in the United Kingdom

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Executive Summary

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PROSPECTS

Is cauliflowers and broccoli the new kale?

Cauliflowers and broccoli is expected to outperform all other vegetables through retail over the forecast period, as an increasing number of British consumers choose vegetables based on nutritional and functional benefits. The intelligent health trend is expected to continue and create increasing numbers of smart eaters.

Organic vegetables’ retail volume sales are expected to lead premium vegetable demand as they become increasingly accessible to British consumers. While higher mark-ups on organic products will remain an issue, higher disposable incomes and wider ranges of organic offerings amongst premium retailers and discounters will continue to attract consumer groups such as millennials whose diverse tastes are shaping current food trends.

Product segmentation adding value to vegetables

Fresh vegetables is witnessing a higher number of products offering improved variety, enhanced nutrition and convenience in storage. Staple offerings such as onion, which underperforms against other vegetables in retail volume growth, are expected to continue growing through expansion in value offerings.

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